Salvos hitch wagon to Gatto in fundraising match made in heaven

In what may, or may not, prove to be a stroke of marketing genius, the Salvation Army has hitched its revered Christian wagon to a debt collector whose fame stems from his ties to the Melbourne underworld, not to mention killing a man (in self defence).

Mr Gatto, Salvation Army boss Brendan Nottle and United Firefighters Union representative Rachel Cowling made for an unlikely team in the CBD on Thursday to promote World Homeless Day and, specifically, Mr Gatto's charity fundraiser on October 21.

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Over the din of clicking cameras and a couple of dozen fireys cooking a barbecue for the homeless, Mr Gatto said he hoped to raise $1 million at the ball for new emergency accommodation for the Salvos.

He said it continued a long run of Gatto-giving, which included feeding the homeless people he passed on his morning walks and the $4.5 million he had raised for various charities in his career as a headline-grabbing Melbourne identity.

Surrounded in good cause and good cheer, it was a lesson in charity, promotion and brand management.

But Melbourne's most persuasive debt collector bristled at suggestions it could be perceived as brand mismanagement for the Salvation Army.

"Someone tried to kill me and unfortunately – well, not unfortunately – he finished off second best and I was acquitted in a court of law. We should move on from that," Mr Gatto said.

"I don't want the fame and the glory and all that. I don't want this. But it's something that's followed me ever since then. Whatever I do in my life they pounce on me.

"Let's be honest, you're all here today mainly because of me. Really, you're not here for homeless day, you couldn't care less about the people living on the streets.

Mick Gatto enjoying a snag with the homeless on World Homeless DayCredit:Jason South

"I'm a big name and you get interest in the media because of me, or whatever – that's the crux of the reason you're all here, and it's just not right."

Mr Gatto said he hadn't been charged with anything in 20 years. However this overlooks his 2016 guilty plea to possessing an unregistered sawn-off shotgun, kept hidden in his home for fear of Colombian gangs.

"I'm proud of the person I am, I'm proud of what I do, and I'm proud Brendan is happy to be involved with me, because of all the stigma and all the nonsense that goes on, likewise with the firefighters," he said.

"I just want to move on, be left alone, do my own little thing and if I can contribute to society I'm very happy to do it."

Mick Gatto with a fan.Credit:Jason South

For Mr Nottle, who dismissed the question of Mr Gatto's effect on the Salvos' reputation, it was a case of take the help wherever you can get it.

"The reality is the issue of homelessness is so complex and so entrenched, we need to be connecting with people right across the community," Mr Nottle said.

"So when someone puts their hand up, we need to say 'yeah, come and help us'. And the Salvation Army historically has been a very broad church, so anybody from any background is welcome."